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I know that you're looking for a "non fan perspective", but I thought I'd throw in my two cents as well. I am an American female fan of Morning Musume. Personally, I think that a lot of girls in Hello! Project are talented, and I think that their songs are catchy. I wouldn't listen to them if I didn't think they had talent.
I don't think that Morning Musume gives Japan a bad image. Yes, they are idols. Yes, they have photobooks and DVDs. But I personally think that there are "worse" idol groups out there that could be more damaging to Japan's image. However, I think we'd need to visit Japan to see.
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